Role: UX Researcher, UX/ UI Designer, Brand Designer
Timeline: Oct. 2023 - Dec. 2023
Tools: Figma, Adobe Photoshop, Adobe Illustrator, Blender, Wix
Team: Hannah Voss, Emily Li
In my versatile role at Universole Fit, I served as the UX Researcher, UX/UI Designer, and Brand Designer, overseeing the brand's holistic transformation. The journey started with the development of Universole Fit's branding, setting the foundation for a cohesive visual identity. Moving into UX, I conducted research and usability testing on the existing MVP, leading to a strategic mobile app redesign. Iterative testing refined the user flow, ensuring an intuitive experience. Subsequently, the revamped UI incorporated our new branding, fostering a visually engaging and consistent interface. Extending my impact, I undertook the redesign of the Universole Fit website, aligning it seamlessly with our established brand elements, and contributing to an elevated digital presence.
Initiating the branding process at Universole Fit, I began with a comprehensive moodboard that served as a visual roadmap, fostering alignment with the client on the brand's essence.
After gaining approval, I delved into refining finer details, curating fonts, colours, icons, textures, and spacing. This detailed approach ensured a cohesive and harmonious visual language that resonated with the brand's identity. Additionally, I took the opportunity to enhance the logo, making some tweaks to improve the aesthetic to perfectly encapsulate the essence of Universole Fit and match our branding.
Coming onto this project, Universole Fit already had the flow for their app. Our job was to improve it.
There are 6 parts to the flow:
To gain insight into the pain points users were facing, we conducted 20 one-on-one interviews with first-time users to discover any areas of friction. After analysing our findings, we focused in on the following three themes:
Equipped with this user data, we made the following improvements to the app:
Now that we had our UX ready to go, we dove into improving the UI and making sure everything was consistent with the Universole Fit branding.
Click here to check out the interactive prototype (and view my custom GIFs).
Tasked with refining the brand identity and enhancing the user experience, my role extended to crafting a website that serves as the digital ambassador for the innovative product. The revamped website seamlessly integrates the brand's visual elements and messaging, offering visitors a compelling journey into the capabilities of ShoeSZR. From intuitive navigation to engaging visuals, the website is a testament to Universole Fit's commitment to revolutionizing the shoe-shopping paradigm. Through strategic design decisions, the website not only informs but captivates, providing a dynamic and immersive introduction to the transformative technology behind the scenes.
Click here to check out the live site.
